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System for creating business models during product development



German companies in the mechanical-, plant engineering and related industries, such as the automotive and electrical industries, occupy a leading position in global competition. In order to maintain or expand this position, it is no longer enough to rely on a technical lead or an outstanding quality of the market performance. Rather, innovative and holistic business models are to be developed within the scope of strategic product planning.

A business model is a model representation of the logical contexts how an organization or a company generates value for customers and can secure a profit for the organization. (Gabler Wirtschaftslexikon)

Many established companies currently have a deficit to support the early stages of product creation through systematic business model development. In addition, many companies lack the experience to implement these business models, the system of integrative development of business models, product and production concepts.

Firstly, options for the design of entrepreneurial business are to be determined. It is important to consider both today’s competitive behavior, future changes in the company environment as well as specific characteristics of a considered business idea. The identified design options are documented in a variable catalog. By means of suitable creativity techniques, consistent business model alternatives are then combined. For the alternative with the greatest success potential, an implementation guide, a master plan, business plan for the realization is finally created.

Keywords: Business-model, business plan, innovation, design thinking, human centered business design

Bruno Müller
Corporate Advisor „Business-Model-Innovation“
Digital Transformation – Startup Developer – Serial Entrepreneur
Lecturer for Innovation and Entrepreneurial Management







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